Lipon, Service Encounter of Domino

Service encounter of Domino's Pizza Bangladesh
What is service encounter or moment of truth?

A moment of truth is usually defined as an instance wherein the customer and the organization
come into contact with one another in a manner that gives the customer an opportunity to either
form or change an impression about the firm. Various instances could constitute a moment of truth-
such as greeting the customer, handling customer queries or complaints, promoting special offers
or giving discounts and the closing of the interaction. Smith (2003) indicates that this encounter is
when an organization and the product or service it provides, meets face to face with the customer-
the point where a potential customer becomes an actual customer. The outcome of this often
determines whether the guest will visit a particular place again or not.
Service encounter of Domino's Pizza Bangladesh:

“They serve best quality and testy pizza” a review from Shohanur Rahman about Domino’s Pizza.
Another review was “Their service delivery is the worst! Had to call them thrice to order a pizza”
by Saria Saoman. So basically, we can see that their customer- personnel interaction is not well
planned but their quality of product is best. Service encounter depends on the experience on the
place of contact. Customer satisfaction arises when the experience is more than the perception
about the service and vice-versa. This is their basic way of providing service.
They provide both on the premises and off the premises service as well as they adopt E-selling.
Some service related terms and condition of Domino's Pizza Bangladesh:
 Prices listed on menu are exclusive of taxes

 Prices are subject to change without prior notice.
 Delivery in limited areas only.
 For Delivery, minimum order should be at least one Pizza or an order valued at Tk. 300
BDT (inclusive of taxes).
 The final bill that comes with your order is the actual legal invoice.
 In case the delivery locality is not listed in the restaurant locator, delivery of orders
cannot be placed; However you may choose to pick up your order from the nearest
Domino's restaurant
 Your Order must have at least 1 pizza (excluding Pizza Mania) or the minimum bill must
be BDT. 300/- or more (inclusive of taxes for delivery)
 In case certain menu items are not listed in the menu page, the particular restaurant does
not carry those items in the menu
 In case of non-availability of ordered product at the mapped restaurant, the order would
not be executed.
 Domino's Pizza Bangladesh offer coupon in some cases,
 The online order once placed cannot be modified or cancelled via any digital medium
 You can get updated on the status of the order by calling the restaurant directly or
checking the track order page in app for app orders.
 In case the order which is paid through digital payment method is cancelled due to non-
availability of the ordered product at the restaurant, the amount will be returned by
reversing the transaction by Domino's restaurant
Service encounter characteristics of Domino's Pizza Bangladesh:

The basic characteristics of their service encounter includes,
Service encounters are purposeful

Service providers are not altruistic
Prior acquaintance is not required
Service encounters are limited in scope
Task-related information exchange dominates
Client and provider roles are well defined
Elements of a service encounter of Domino's Pizza Bangladesh: Their service
encounter comprises four elements: (1) the customer, (2) the service provider, (3) the delivery
system, and (4) the physical evidence.
Customer
Elements of
Physical Service
service
evidence encounter provider
Delivery
system
Figure: Elements of a service encounter

Customer: The customer is the most important element of a service encounter. The ultimate
objective of an encounter must be the satisfaction of the customer. The service and its delivery
system must be designed to meet the customer’s needs in the most effective and efficient manner.
Consequently, a customer’s comfort, safety, and overall well-being should be a major concern for
the service organization.
Service provider: The service provider or employee is the other crucial human element in service
encounters. As a human being, he expects courtesy from customers and fellow employees, and
would like to be appreciated by customers and management.
Delivery system: Delivery system consists of equipment, supplies, processes, programs, and
procedures, as well as the rules, regulations, and organizational culture. Domino's Pizza
Bangladesh has a nice delivery system.
Physical evidence: Physical evidence includes all the tangible aspects of a service or service
organization a customer experiences. Backstage facilities, or facilities below the line of visibility,
are not considered part of physical evidence since they are not directly experienced by the
customer.
Types of Service Encounters of Domino's Pizza Bangladesh:
Their service encounter occurs every time a customer interacts with the service organization. There
are three general types of service encounters – remote encounters, phone encounters, and face-to-
face encounters. A customer may experience any of these types of service encounters in Domino's
Pizza Bangladesh.
Remote
Encounter
Types of
service
encounte
rs
Face-to-Face Phone
Encounters Encounters
Remote Encounter: Encounter can occur without any direct human contact is called as Remote
Encounters. Domino's Pizza Bangladesh serve their service on online request to the reasonable
remote area.
Phone Encounters: In many organizations like Domino's Pizza Bangladesh, the most frequent
type of encounter between a customer and the firm occurs over the telephone is called as phone
encounter. Almost all firms (whether goods manufacturers or service businesses) rely on phone
encounters in the form of customer-service, general inquiry, or order-taking functions.
Face-to-Face Encounters: A third type of encounter is the one that occurs between an employee
and a customer in direct contact is called as Face-to-Face Encounter. This is the main encounter in
Domino's Pizza Bangladesh as most of the customer take services at their shop.
Success factors of Domino's Pizza Bangladesh in service encounter:
Domino's Pizza Bangladesh focuses on customer satisfaction. They try to protect their brand by
compromising some value. In case of any service failure, Domino's Pizza Bangladesh follows the
chain.
Recovery Adaptability
Employee response to Employee response to

service delivery system customers’ needs and
failure request
Coping Spontaneity
Employee response to Unprompted and

problems of customers unsolicited employee
actions and attitudes

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Service encounter of Domino's Pizza Bangladesh

What is service encounter or moment of truth?

Service encounter of Domino's Pizza Bangladesh:

 Prices listed on menu are exclusive of taxes

Service encounter characteristics of Domino's Pizza Bangladesh:

Service encounters are purposeful

Figure: Elements of a service encounter

Employee response to Employee response to

Employee response to Unprompted and

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